Lingerie Market

Lingerie Market Size and Share:

The global lingerie market size was valued at USD 90.0 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 151.0 Billion by 2033, exhibiting a CAGR of 5.78% during 2025-2033. Asia-Pacific currently dominates the market, holding a significant market share of over 40.2% in 2024. The rising inclination among consumers toward trendy intimate wear and sportswear is primarily bolstering the market across the region.

Increasing awareness about personal styling and self-expression is driving the global lingerie market. Increasing disposable incomes in developing regions are allowing women to spend more on premium and fashionable lingerie. Some other drivers include changing fashion trends and the influence of social media in making a demand for diverse and aesthetic designs. Besides this, focus on comfort, functionality, and innovative fabrics attracts customers who are looking for a style that is practical at the same time. Increased accessibility through e-commerce has allowed a large platform for consumers to select a range of products and convenient shopping experience. Societal attitude shifts toward body positivity and inclusiveness are also encouraging brands to produce sizes that cater to various body types. Celebrity endorsements and marketing campaigns are further amplifying the appeal of lingerie as a statement of confidence and individuality, bolstering the momentum of the market globally.

The United States has emerged as a key regional market for lingerie. Some of the factors driving the United States lingerie market are consumer preference, the growth in the culture of body positivity, and an increase in the desire for comfortable yet stylish inner wear. An increase in demand for inclusive products leads to diversified size options, diversified body types, and diversified designs according to the skin tones. Celebrity endorsements and social media marketing have also augmented brand exposure and consumer appeal. As online shopping increases and consumption becomes subscription based, markets continue to thrive due to the convenience, personal service, and exclusive experience gained through such platforms. The ongoing advancement in fabric science, whereby new technologies deliver moisture-wicking, breathable fabrics, even those that are sustainable in nature, helps to satisfy market demand from a functional yet fashion-conscious level.

Lingerie Market Trends:

Increasing Demand for Sustainable Lingerie

Rising consumer environmental consciousness is nudging brands toward adopting sustainable practices, which is driving the market. This usually includes the use of recycled and organic materials, fair labor practices, waste reduction during production, etc. Brands such as Cosabella and Stella McCartney are at the forefront, providing consumers with collections that are environmentally friendly. The World Economic Forum estimates that fashion production accounts for 10% of human carbon emissions, dries up water sources, and pollutes rivers and streams.  Approximately 85% of all textiles wind up in dump each year (UNECE, 2018), and washing certain clothes leads to a substantial amount of microplastics into the ocean. In March 2024, Eicher Goodearth Private Limited launched Mahina which is India’s premier supplier of bonded leak-prood absorbent underwear.

Rising Customization Options

Growing numbers of personalization options are in the market and being taken up because people look for something different and tailored products. Moreover, companies have begun offering customizable options where a customer can select colors, fabrics, and styles to suit his preference. The trend is improving customer engagement but at the same time helps in building brand loyalty because products are designed according to the tastes and needs of a customer. According to Sourcing Journal, the rise of personalized apparel is reshaping the fashion industry, with 31% of apparel leaders planning a shift to customization within five years. In line with this, with the advancement of technology the ability to offer customized lingerie experiences is further propelling the market growth. In February 2024, Mumbai-based startup womenswear brand Bold and Bae announced an expansion in their product portfolio and introduced a premium lingerie and casual wear line.

Growing Focus on Comfort

The massive demand for comfort-friendly, easy-to-wear lingerie has become a major growth stimulator. Additionally, changing work from home and lifestyle are creating consumers to demand comfort-focused lingerie products like wireless bras, bralettes, and seamless underwear. According to Forbes study reveals 81% of consumers now prioritize comfort in fashion, significantly reshaping trends. With customization options gaining traction, the lingerie industry is aligning with the demand for everyday ease and personal fit, marking a pivotal shift in consumer preferences. Apart from this, lingerie top brands are offering fashionable yet comfortable wear that can be worn throughout the day. For instance, in July 2024, an Australian underwear brand introduced a new shapewear collection that offers added support while remaining supremely comfortable and breathable.

Lingerie Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global lingerie market, along with forecasts at the global, regional, and country levels from 2025-2033. The market has been categorized based on product type, material, price range, and distribution channel.

Analysis by Product Type:

• Brassiere
• Knickers or Panties
• Shapewear
• Others
   

Brassiere stand as the largest component in 2024, holding around 53.7% of the market share. A brassiere, simply called a bra, is an undergarment that fits snugly under clothing to support or cover breasts. Bras are available in different styles and designs to meet the specific needs and preferences of females. Specialized support bras can help address specific issues. For example, T-shirt bras like those from Calvin Klein or Victoria's Secret offer a smooth under-clothing appearance that looks best under fitted tops.

 Analysis by Material:

• Cotton
• Silk
• Satin
• Nylon
• Others
   

Cotton leads the market with around 47.2% of market share in 2024. Cotton lingerie is highly preferred for its comfort, breathability, and natural softness, and in many wardrobes, it is a staple. Also, because of its hypoallergenic properties, the lingerie is particularly good for sensitive skin. Brands like Fruit of the Loom and Hanes offer a wide variety of cotton underwear and bras providing everyday comfort and affordability to consumers.

Analysis by Price Range:

• Economy
• Premium
   

Economy leads the market with around 83.1% of market share in 2024. The economy segment represents the broad accessibility and appeal to the mass consumer base. Generally, these inexpensive lingerie brands are meant to provide the public with much-needed undergarments at a price point that caters to the general budget, making them accessible to a much wider population of consumers.

Analysis by Distribution Channel:

• Mass Merchandizers
• Specialized Stores
• Online Stores
• Others
   

Mass merchandizers lead the market in 2024. They represent the offer widespread accessibility, affordability, and variety to a broad consumer base. Retail giants such as Walmart, Target, and Amazon lead this segment in offering the most extensive choice of lingerie at competitive prices, hence making quality undergarments reachable to individuals from all backgrounds.

Regional Analysis:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

In 2024, Asia-Pacific accounted for the largest market share of over 40.2%. The market is growing at a tremendous rate due to rising consumer affluence, changing fashion trends, and the rapid development of retail infrastructure. For example, in China, brands such as Aimer and Neiwai are gaining popularity due to the fusion of traditional aesthetics with modern designs, targeting the rising middle class's need for stylish yet comfortable lingerie. India's market is also expanding, and with brands like Zivame and Clovia revolutionizing the sector by offering a wide range of sizes and styles, lingerie shopping has become more inclusive and accessible.

Key Regional Takeaways:

United States Lingerie Market Analysis

In 2024, the United States accounts for over 88.90% of the lingerie market in North America. The lingerie market in the United States thrives on innovative design and premium quality, driven by evolving consumer preferences for comfort and style. Strengths include a well-established retail infrastructure, extensive e-commerce networks, and advanced marketing strategies utilizing social media influencers. For instance, the U.S. influencer industry, with 4.4 million Instagram influencers, 1.1 Million TikTok influencers, and 36,100 YouTube influencers as of 2020, according to a survey conducted by Influencer Marketing Hub is driving brand visibility. Lingerie brands increasingly leverage these platforms, partnering with influencers to engage diverse audiences and enhance market reach. Moreover, the presence of top-tier brands like Victoria’s Secret and ThirdLove, further ensure quality and cater to diverse body types. Apart from this, the growing demand for sustainable and inclusive lingerie lines, as well as technological advancements in fabric and fit presents further opportunities in the market. Brands such as Savage X Fenty exemplify inclusivity with wide-ranging sizes and diverse campaigns, resonating with varied demographics. The market is further supported by high disposable incomes and a willingness to invest in premium products. The rising popularity of athleisure and hybrid lingerie-loungewear collections also contributes to growth, enabling brands to capture crossover trends between comfort and style.

Asia Pacific Lingerie Market Analysis

The lingerie market in Asia-Pacific is driven by a growing middle-class population, rising awareness of personal grooming, and the influence of Western fashion. The region’s strength lies in its massive, diverse consumer base and rapid urbanization boosting retail growth. Advantages include increasing internet penetration, enabling brands to leverage e-commerce platforms for wider reach. According to CISCO report, by 2022, 62% of Asia Pacific's population (2.6 Billion people) will be internet users, with 13.1 Billion networked devices enhancing connectivity. This digital expansion is driving online retail growth, including lingerie sales, as smartphones (27% of devices) and mobile connectivity reshape consumer behaviour in the region. Opportunities lie in catering to regional preferences, such as lightweight fabrics suitable for warmer climates and traditional-inspired designs for special occasions.  

Europe Lingerie Market Analysis

Europe’s lingerie market is characterized by drivers such as a strong emphasis on body positivity and inclusivity, fostering consumer loyalty. The region’s strength lies in its fashion heritage, enabling brands to deliver both functionality and high design aesthetics. Luxury lingerie brands often lead trends, with examples like capsule collections featuring artisanal craftsmanship. Furthermore, Europe excels in adopting sustainable practices, with brands introducing recycled fabrics and ethical production techniques. For instance, in 2023, 11.8% of materials in the EU originated from recycling, with the Netherlands leading at 30.6% (Eurostat). Leveraging recycled fabrics in lingerie enhances sustainability and aligns with the circular economy, offering eco-friendly, high-quality material choices. Online retailing combined with traditional boutique shopping ensures a personalized experience, which remains a key driver. Technological integration, such as virtual fitting rooms, enhances consumer satisfaction. European brands emphasize creativity and quality, setting benchmarks globally.

Latin America Lingerie Market Analysis

In Latin America, the lingerie market thrives on cultural diversity and vibrant aesthetics that reflect regional preferences. Drivers include increasing participation in fashion-oriented events, which boost brand visibility and consumer engagement. Strength lies in the production of high-quality lingerie with intricate designs, often inspired by local art and traditions. For instance, the Brazilian fashion industry, generating approximately 1.34 million jobs and with a 2020 turnover of USD 38 Billion USD, thrives as the fourth-largest textile sector globally. Also, the market's innovative trends and sustainability offer immense opportunities for lingerie brands to capitalize on its dynamic and culturally rich fashion ecosystem. Additionally, the market’s focus on intimate wear for special occasions supports consistent demand. The integration of practical yet attractive designs enhance consumer loyalty, further solidifying its growth trajectory.

Middle East and Africa Lingerie Market Analysis

The lingerie market in the Middle East and Africa is driven by a rising demand for luxury and customized products that cater to unique cultural preferences. Strength in this region lies in the adoption of modest yet stylish lingerie designs, which align with local sensibilities. Additionally, the market benefits from innovative retail strategies, such as exclusive in-store fittings, enhancing the consumer experience. For instance, the GCC retail sector is expected to grow at 4.6% annually, with Saudi Arabia and UAE leading, reaching USD 387 Billion by 2028. This expansion, driven by cultural tourism and rising incomes, presents significant opportunities for in-store lingerie sales, catering to increasing demand in these thriving markets. A focus on blending functionality with elegance supports sustained interest, especially in products that cater to varied age groups and lifestyles.

Competitive Landscape:

Key players in the lingerie market are taking strategic steps in a bid to push for growth and dominate market share. They have made tremendous investments in innovation through the development of comfortable, functional, and sustainable lingerie suited for various body types and preferences. The main players expand their size ranges, along with launching inclusive collections targeting the consumer's body type and preference in emphasizing the aspect of body positivity and diversity. Companies are also increasing their digital presence through e-commerce platforms, using AI-driven personalization tools to offer a customized shopping experience and enhance customer engagement. It is also collaborating with influencers, celebrities, and fashion designers to increase brand visibility and attract younger demographics.

The report provides a comprehensive analysis of the competitive landscape in the lingerie market with detailed profiles of all major companies, including:

• Fashion Nova LLC
• Hanesbrands Inc.
• H & M Hennes & Mauritz AB
• Hunkemöller International B.V.
• Jockey International Inc.
• MAS Holdings
• PVH Corp.
• The Gap Inc.
• The Groupe Chantelle
• Triumph International Ltd.
• Victoria’s Secret & Co.
• Yandy Enterprises LLC
   

Latest News and Developments:

• July 2024: An Australian underwear brand introduced a shapewear collection designed for both functionality and comfort. The collection focuses on providing enhanced support without compromising breathability. Made with high-quality materials, the range caters to diverse body types. Features like seamless designs and moisture-wicking fabrics elevate the user experience. The collection targets modern consumers prioritizing style and functionality. Early reviews praise its balance of comfort and effective shaping.
• March 2024: Eicher Goodearth Private Limited unveiled "Mahina," a revolutionary line of bonded leak-proof absorbent underwear. Mahina caters to menstrual hygiene needs, ensuring a comfortable and worry-free experience. Designed with advanced absorbent layers, it eliminates the need for additional products. The brand aims to redefine menstrual care standards in India with this eco-friendly innovation. Mahina emphasizes discretion and ease, resonating with the modern, active lifestyle. This launch marks a significant step forward in sustainable menstrual solutions.
• February 2024: Mumbai-based womenswear startup Bold & Bae introduced a new line of premium lingerie and casual wear. The collection blends elegance with everyday practicality, aiming at young, fashion-forward women. Featuring luxurious fabrics and bold designs, it sets a new standard for accessible luxury. The casual wear segment includes versatile pieces suitable for work and leisure. Bold & Bae's expansion reflects its commitment to offering holistic wardrobe solutions. The launch received attention for its focus on quality and style at competitive prices.

Lingerie Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the lingerie market from 2019-2033.
• The lingerie market research report provides the latest information on the market drivers, challenges, and opportunities in the global market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the lingerie industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.